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QUARTERLY STATS, TRENDS AND INSIGHTS ON VIDEO FROM YOUTUBE AND GOOGLE
YouTube reaches more US ADULTS AGED 18-34 than any cable network
There are now 317 CHANNELS with more than 1 million subscribers
DOVE racked up 163 million global views for its new campaign
Find out how YouTube could help you achieve 1-3% sales lift at no additional cost
google.com/think/youtube-insights 01
We call them GEN C because they thrive on CONNECTION, COMMUNITY, CREATION and CURATION
CONNECTION 50% talk to friends after watching a video and 38% share videos on an additional social network after watching them on YouTube. CREATION 65% have uploaded a video they shot, and 25% upload videos every week. COMMUNITY 55% are connected to 100 or more people through social sites, while 15% are connected to 500 or more. CURATION 90% say they cant keep content they nd online to themselves.
All the above statistics are US-based results and drawn from Gen C YouTube Audience Study (Google / IPSOS / NowWhat) Additional insights are drawn from Google+ Consumer Insights Lab Generation C Study (Google/Sterling, 2013)
of spend
(Barkley, 2012)
google.com/think/youtube-insights 02
18-34
YEAR OLDS
Sep 2012 YOUTUBE AOL
YOUTUBE
TBS
FX
COMEDY CENTRAL
AMC
MTV
E!
ESPN
Viewers spend more time watching videos on YouTube than on the other top ve online video players combined
Jun 2013 Dec 2012 Mar 2013
Minutes watched
Facebook VEVO Yahoo! Hulu
VIEWERS ARE WATCHING VIDEOS ON ALL SCREENS, ALL OVER THE WORLD
MOBILE YOUTUBE WATCH TIME BY COUNTRY PER MINUTE
US 40% UK 40% Australia 40% Japan 50% Korea 60%
(YouTube data, March 2013)
25 1.5
Globally
(March 2013)
BN HOURS
of video are watched on YouTube every month on mobile devices (May 2013)
(YouTube data, March 2013)
(Nielsen Mobile NetView & NetView panels, December 2012, age 18-34) US insights unless otherwise stated
google.com/think/youtube-insights 03
9.1 million
9.0 million 8.3 million 8.3 million 7.5 million 7.1 million
SMOSH
JENNA MARBLES
PEWDIEPIE
NIGAHIGA
RIHANNA VEVO
MACHINIMA
A few highlights from channels with ONE MILLION+ SUBSCRIBERS in June 2013. In alphabetical order:
1.24 million 1.59 million 1.19 million 2.79 million 1.23 million 1.62 million 2.76 million 1.39 million
DAILYGRACE
LIFESTYLE
ESPN
SPORTS
KHAN ACADEMY
EDUCATION
MINUTEPHYSICS
EDUCATION
VICE
NEWS
ENTERTAINMENT
google.com/think/youtube-insights 04
From soft drinks to sports to cosmetics to technology, the following represents the most popular brand channels and videos on YouTube
RED BULL
APPLE
GOPRO CAMERA
NIKE FOOTBALL
PEPSI
DCSHOES FILM
GOOGLE CHROME
OLDSPICE
GOOGLE DEV.
(OpenSlate, openslatestudios.com, as of 30 June, 2013) Does not include any entertainment brands.
DOVE
REAL BEAUTY SKETCHES
TURKISH AIRLINES
LEGENDS ON BOARD
EVIAN
BABY & ME
SONY
PLAYSTATION 4
PEPSI MAX
UNCLE DREW
GOPRO
HERO 3
GOOGLE
GO GOOGLE
The YouTube Ads Leaderboard is published monthly at http://www.google.com/think/adsleaderboard Junes results are available at http://www.google.com/think/articles/youtube-leaderboard-jun13.html
*The Cannes Ads Leaderboard was determined by applying the Leaderboard algorithm (factoring in paid views, organic views and audience retention) to the Cannes submission period. These are the top 10 ranked by views as of 20 May, 2013
FEBRUARY
MARCH
APRIL
MAY/JUNE
February belonged to the Harlem Shake and brands got in on the act, racking up millions of views. Pepsi (6.6 million) Red Bull (5.9 million) Topshop (1.4 million)
Goats took over YouTube in March as the most searched-for animal even beating out those ubiquitous cats and dogs for a period.
PSY continued his mega-hit success in April when Gentleman reached 100 million views in just four days (currently 400million+ views and counting).
The YouTube Trends Map launched in May, showing the most popular videos in major markets across the US.
google.com/think/youtube-insights 05
Understand your audience and provide them with AUTHENTIC CONTENT and they wont just watch your advertising theyll share it.
talk to a friend after watching a video
(Gen C YouTube Audience Study, Google / IPSOS / NowWhat)
DOVE
(UNILEVER)
of Gen C say that content gives them and their friends things to get together and talk about
(Gen C YouTube Audience Study, Google / IPSOS / NowWhat)
A MOMENTARY LAPSE
INTEL
INTEL launched a FIVE-MONTH SERIES of timelapse photography and slow-motion videography contests on YouTube, encouraging its customers to submit their own photos and videos. With its keen focus on encouraging participation, the campaign saw the HIGHEST CONVERSION RATE from ad to response, and the campaign received more than twice the number of expected video submissions.
http://www.google.com/think/case-studies/intel-momentary-lapse.html
DOVES mission is to turn beauty into a source of condence, not anxiety. Through research, Dove found out that only 4% of women globally consider themselves beautiful and 54% agree that when it comes to how they look, they are their own worst beauty critic. In 2013, Dove conducted a compelling social experiment to bring this research to life. To express its message and build brand love it produced a three-minute video, Dove Real Beauty Sketches, about how women view themselves. With the support of TrueView, YouTube homepage masthead and search ads, Dove launched its video in 25 languages across 46 Dove YouTube channels, creating one of the mostwatched ads ever, with 163 MILLION GLOBAL VIEWS. Dove encouraged participation and sharing through its YouTube brand channels, Google+ Hangouts and Google+ page, to promote a moving video that not only topped the Cannes YouTube Ads Leaderboard, but also won the Titanium Grand Prix at the Cannes Lions International Festival of Creativity.
http://www.google.com/think/case-studies/dove-real-beauty-sketches.html
google.com/think/youtube-insights 06
THE MEDIA MIX MODEL takes into account the impact of earned and owned media, in addition to paid media in generating sales impact
US MARINE CORPS
Creative Agency: JWT Media Agency: Mindshare
Across FOUR VERTICALS, spending an average of 5% OF MEDIA BUDGET on YOUTUBE helps achieve 1-3% SALES LIFT at no additional cost
RECOMMENDED SHARE OF YOUTUBE IN MEDIA MIX INCREASE IN SALES
In MARCH 2012, the US MARINE CORPS launched a major awareness campaign targeted at young men, titled TOWARD THE SOUNDS OF CHAOS. Partnering with Mindshare and JWT, their goal was to demonstrate the Marine Corps bravery, commitment and leadership, while reaching their audience in an impactful way. In just 48 hours, YOUTUBE users engaged with the Marine Corps video experience OVER 128 MILLION TIMES a bigger audience than this years Super Bowl, at a fraction of the cost.
http://www.google.com/think/case-studies/marines-case-study.html
4% 3% 13% 8%
3% 2% 1% 1%
(A media mix model run by MarketShare, in association with Google, from Feb 2009 to Sep 2012) US insights unless otherwise stated
google.com/think/youtube-insights 07
Useful links
Need to know more? Follow the links below...
Smosh
http://www.youtube.com/user/smosh
Jenna Marbles
http://www.youtube.com/user/JennaMarbles
PewDiePie
http://www.youtube.com/user/PewDiePie
Nigahiga
http://www.youtube.com/user/nigahiga
Rihanna VEVO
http://www.youtube.com/user/RihannaVEVO
Machinima
http://www.youtube.com/user/machinima
YouTube Spotlight
http://www.youtube.com/user/YouTube
google.com/think/youtube-insights 08